Bread & rolls inflation in the UK stood at 0.010% in April 2023, according to GlobalData’s report on the prices of stock keeping units (SKUs) supplied through online retailers. In Q2 2023, GlobalData monitored the pricing of 390 bread & rolls SKUs from companies such as Warburtons, Hovis and Tesco that were sold by e-retailers. Buy the report here.

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Pricing is crucial, especially in a challenging economic climate, as competitive pricing and price leadership impact consumers’ choices. GlobalData’s pricing analysis reveals that Tesco offered lowest prices of the total SKUs within the bread & rolls category from April through June 2023, followed by Ocado and ASDA. According to the analysis, the price range of $5 and below was the most competitive, with 384 SKUs.

The chart below illustrates price leadership among the covered retailers which offer the highest number of low-priced products in the category. Of all retailers, Tesco had greatest share of lowest prices for individual SKUs in bread & rolls in the UK in Q2 2023.

Analysis of the quarterly price data showed that no discounts were offered for bread & rolls category by the retailers tracked by GlobalData. Among variants, the tracker revealed wholemeal and medium; white as the most popular (by number of SKUs) bread & rolls variants. These were priced 33.99% lower than the average price of a bread & rolls SKU.

Among the e-retailers tracked by GlobalData, the leading ones, based on the number of SKUs, were Tesco, Morrisons, Ocado, ASDA and Iceland. According to the analysis, Iceland had the lowest average unit price, while the retailer with the widest product assortment was Tesco.

The report brings attention to the intricate pricing dynamics within the bread & rolls market, examining both the SKU and retailer levels, and offering invaluable insights for stakeholders. Notably, Tesco, Ocado and ASDA stood out as prominent e-retailers, providing competitive pricing for a substantial number of bread & rolls SKUs. However, to comprehensively grasp bread & rolls market in the UK, continuous tracking of SKU pricing over time is necessary.

For a more detailed analysis of pricing trends in the the UK bread & rolls market, buy the report here.

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